the new pr - webster presentation

WHAT IS PR?THEN & NOW…

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Day In The Life Of A Publicist:1) Read, Follow, Connect, Care, Repeat! 2) Read through social media for high level news. The priority is to dissolve, spread, or be aware of

good/bad PR before anyone else3) Maintain Relationships with key stakeholders. Not just when your event, PR or news is going to

hit. Relationships are key and need cultivating. Think of trying to grow a garden, fertilize soil quarterly. Will build stronger roots and will help when dynamic weather comes

4) Write, Edit, Distribute Press Releases, Images, Logos, Pull Quotes, Create/Manage/ Promote Media Site

5) Maintain Consistency In All Messaging - Ensures the communications team thinks deeply about prioritizing points of emphasis. The process helps distill a lot of information into something coherent, and hopefully, compelling

6) Encouraging A United Front – Various Departments should sign off on a PR. It brings together disparate teams to make sure that they agree with the release’s language. This is helpful because the communications team is never actually the one creating news–it comes from product, deal, sales, or management teams

7) Strategic Promotion - A good publicist will know who the quotes need to come from, the language & voice that must be conveyed. Provide information, images, quotes for journalists in one easy to understand document while showcasing brand, clients, Executives, etc.

8) Understand & Research Strategic Relations, Partnerships, Events, Etc. (Example; BRAVO & CFW) 9) Promote, Protect, Publicize!

MAKE COMPLEX INFORMATION, EASY TO PROCESS

PUBLIC RELATIONS ARE MORE THAN JUST CRISIS MANAGEMENT...

Public Relations Use To Be Like Insurance, You Had Them On Board, But Hoped You Never Needed Them.

• SeaWorld: Captivity of Orcas, "Blackfish" “Barbie Quits SeaWorld”

• Subway: Sandwich Chain Takes A Hit When $5 Foot Long Comes Up Short at 11“

• Gwyneth Paltrow: Food Stamp Challenge

• Bill Clinton: Affair During Presidential Term

• North Charleston Shooting: Walter L. Scott

• Janet Jackson's "Wardrobe Malfunction“ : The Super Bowl: a classic, all-American, family-friendly tradition.

HELP…WHERE’S OUR PUBLICIST?

OLD PR vs. NEW PR

1990…• Old PR = For Immediate Release:• Old PR – Write Press Release, Send to Multiple

Editors, Request Would Follow For Interview Requests, High Res Images, etc.

• Old PR – There Was An Editor For Every Section Of The Paper & People Answered Their Phones.

• Old PR – Use To Be It’s Own Department

2015…• New - Now Part Of Communications, Marketing,

Sales Departments. Eliminating Silos. • New PR – As It Happens. In Real Time, Broadcast

NOW • New PR – Create media site streamlining all

requests and needs. Build social media plan to include all messaging bullet points, relevant hashtags, twitter accounts, Facebook, data, LinkedIn, etc. Personalize all follow up and network with editors before the pitch. You can speak directly to the audience now, eliminating the middle man.

SOME THINGS TO CONSIDER…

• How Many People Read The Post & Courier?

• How Many Subscribers/Followers Does A Successful Blogger Have?

• How Have The Silos Between Public Relations, Marketing, And Sales Broken Down? Why?

• How Has Technology Helped Or Hurt The Industry?

• Jobs People Are Hiring For In PR, Didn't Exist 20 Years Ago…

• Public Relations IS Creative, You Must See Beyond The Obvious…

How & Why Did PR Change?Silos of influencers opened up from the private sector (editor, publishers, media) to the public sector (bloggers, social media, digital) • http://www.huffingtonpost.com• “Lost” Apple iPhone – Leaked News &

Images• Digital Media Sites Vs. Paper• Vaporization of Services

OLD PR vs. NEW PR

Journalists + Social Media

Society Of Communications Key Findings Include:• 75% of journalists use Facebook as a tool to

assist in reporting, a 6% increase from 2010 study.

• 69% of journalists use Twitter as a tool to assist in reporting, a 21% increase from 2010 study.

• 68% of journalists believe that reliance on social media has increased significantly.

• 95% of journalists believe that social media can be a reliable tool for sourcing stories.

• 69% of journalists use mobile technology to search, use social networking apps, and capture videos and pictures for reporting.

THE NEW PR = FOLLOWING THE DATA1 | Huffington Post Blog110,000,000 - Estimated Unique Monthly Visitors 2 | TMZ Blog 30,000,000 - Estimated Unique Monthly Visitors 3 | Business Insider Blog

25,500,000 - Estimated Unique Monthly Visitors 4 | Mashable Blog

24,000,000 - Estimated Unique Monthly Visitors

Charleston, SC Based Hometown Hero's:TwitPic - 8.6 Million Twitter FollowersFStoppers - 121k Followers

A STRATEGIC PR PARTNERSHIP…

Charleston Fashion Week + - NBC - BRAVO - FORD MODELS

GOOD POINTS: - News - Heading - Celebrity Guests & Headshots- Clean Layout- Active Links, & Information

IMPROVEMENTS: - Diluted News - 2 Pages - Needed Quote

NEW PR TOOLS

Nothing has changed the PR industry more than technological innovation. This evolution, known as “PR Tech,” has ushered in an exciting new era where PR pros and those leading the marketing charge must commit to researching new platforms and learning new skills. 1. Increase visual storytelling with CANVA2. Uncover strategic media opportunities with MUCK RACK 3. Think outside the press release box with PITCHENGINE 4. Establish influence and authority with INFLUENCER & CO5. Serve relevant content to the right audience(s) with OUTBRAIN6. Extend the networking effect of all PR efforts with PRESSfeed7. Get analytics and metrics for reporting with GOOGLE ANALYTICS 8. Share your content with media, investors, social networks & consumers – MARKETWIRED9. Distribute Press Releases and review effectiveness with EMAIL TRANSMIT 10. Share Videos and Event Teasers or Commercials With VIMEO

"THOSE WHO KNOW EVERYTHING, KNOW

NOTHING AT ALL"

 VAIL DUGGAN, LOULU AGENCY

MARKETING + PR + DEVELOPMENT843.437.5975  MOBILE

WWW.LOULUAGENCY.COM